In the UK food delivery category, people jump between providers because in their eyes we are all the same. Simultaneously, most competitors continue to focus on promotion and rational messaging to convince consumers to choose them, while also dominating in media spend. For this new brand campaign, we asked how could we make people prefer us in a commoditized market without any major differentiation? Rather than focusing on the familiar offerings, such as restaurant partners or speed of delivery, we focussed on the most evocative and often overlooked moment. The window between ordering food and getting it delivered. That sweet downtime where extra space is created and rather than being productive we see our characters live a little better by enjoying doing less.

I first discovered the unique Onosky (the hero) in 2013. Hoping to be able to cast him again, the chance arose when I brought him in to meet our director. You could almost just point the camera at Onosky & shoot. He lives by ‘dance like nobody’s watching’, even if thousands will be! The creative was set, but I don’t think anyone had truly pictured what the right ‘hero’ could bring to this spot.